Spotify has always had a tricky goal when it comes to new music discovery. People say they want to uncover hidden gems and find new favorites, but very few people actually do the work. Many actually love hearing something amazing for the first time, but getting them to that point is hard, as serving up new tunes and unheard future classics turns some people off.
In its effort to find the best ways to appease hundreds of millions of listeners and keep discovery at the forefront, Spotify has launched Niche Mixes, a new set of personalized playlists for everyone.
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